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dc.contributor.authorGarrod, Brian
dc.contributor.authorDowell, David
dc.date.accessioned2020-11-16T15:30:16Z
dc.date.available2020-11-16T15:30:16Z
dc.date.issued2020-08-09
dc.identifier271265935
dc.identifier9e53cc90-bc60-49d6-b00f-4d7becb6a936
dc.identifier85096116966
dc.identifier.citationGarrod , B & Dowell , D 2020 , ' Experiential marketing of an underground tourist attraction ' , Tourism and Hospitality , vol. 1 , no. 1 , pp. 1-19 . https://doi.org/10.3390/tourhosp1010001en
dc.identifier.issn2673-5768
dc.identifier.otherJisc: 0ac82294b20b46aeb0f78fc50e6eed7c
dc.identifier.otherORCID: /0000-0003-4788-5240/work/83889981
dc.identifier.urihttps://hdl.handle.net/10023/20987
dc.description.abstractThe theory of the ‘experience economy’ contends that consumers no longer achieve satisfaction from consuming products but from the experiences they receive while doing so. Producers should therefore actively manage the four experience ‘realms’ of their product offerings—entertainment, education, aesthetics and escapism—to provide optimal experiences for their customers. In the case of tourist attractions, however, there is insufficient direct empirical evidence to substantiate this recommendation. This study therefore sets out to test the notion of the experience economy in the context of a tourist attraction—in this case, an underground visitor experience in Wales, UK—using partial least squares structural equation modelling. Alternative models are estimated based on three different mediating variables—arousal, memory and satisfaction—with revisit intention as the dependent variable. The analysis finds that none of the four experience realms are significant predictors of revisit intention in all three of the models, even though all three mediating variables are significant predictors of revisit intention. The results therefore suggest that optimal customer experiences do not necessarily need to be built equally upon all four experiences realms. Rather, a customised approach is required to optimise the customer experience for specific products consumed in particular contexts.
dc.format.extent19
dc.format.extent793483
dc.language.isoeng
dc.relation.ispartofTourism and Hospitalityen
dc.subjectExperience economyen
dc.subjectVisitor attractionen
dc.subjectArousalen
dc.subjectMemoryen
dc.subjectSatisfactionen
dc.subjectRevisit intentionen
dc.subjectHD28 Management. Industrial Managementen
dc.subjectNDASen
dc.subject.lccHD28en
dc.titleExperiential marketing of an underground tourist attractionen
dc.typeJournal articleen
dc.contributor.institutionUniversity of St Andrews. School of Managementen
dc.identifier.doihttps://doi.org/10.3390/tourhosp1010001
dc.description.statusPeer revieweden


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